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Insignia Systems: Driving Conversion through Technology, Customization, and Speed
Although eCommerce has made a splash in the retail industry because of its accessibility and convenience, brick and mortar stores continue to hold their ground, remaining the key revenue driver for brands and retailers. At this juncture, physical stores need to focus on better connecting with brands, bridging the online experience to in-store, and use their in-store environment efficiently to build a smarter and experience-driven relationship with their shoppers. In its 30-year long journey in the retail industry, in-store and digital marketing solutions provider, Insignia Systems has perfected the art and science of driving conversion in and around the physical store. Through its solutions, Insignia serves as the glue that binds CPG brands and retailers together, enabling them to forge stronger relationships with shoppers and drive overall sales performance.
Technology, customization, and speed differentiate the company in the market. Kristine Glancy, CEO of Insignia, explains, “Driven by a conversion-focused mindset, we use a data-based approach to customize solutions for our clients. We also help retailers skilfully execute their business strategies and goals based on market trends and their specific shopper dynamics through our efficient speed to market abilities and retailer-centric approach.” While other solution providers take months to activate at a specific retailer, Insignia can accomplish the same in 4-6 weeks. “Most importantly, we never compromise on our values while engaging our clients to get their product released to the market faster,” adds Kristine.
Insignia’s digital and in-store signage solutions are tailored for pre-shop and in-store phases of the consumer journey. “Our focus is on leveraging data,” affirms Kristine. For in-store signage, the company has a proprietary approach where it takes the inbound retailer data at the store level, integrates that with market data to understand shopper behaviour and then segments the store visitors accordingly for efficient signage outcomes. In a recent case study, Insignia helped a leading grocery retailer to increase downloads and usage of their loyalty app.
The situation was, the retailer came to Insignia because their approach to increasing downloads at checkout was not meeting their goal and they needed a new approach. Insignia delivered an intro signage program that focused on the retailer’s sign solutions and highlighted active digital coupons, which encouraged customers to add additional products to their baskets. Insignia also developed an easy method for customers to scan a barcode on the retailer’s sign, which would automatically download the coupon and deliver the discount upon checkout. This program proved extremely successful as it drove incremental sales for both the retailer and the brands.
We never compromise on our values while engaging our clients to get their product released to the market faster
The company has extended its data-driven strategy into fully customizable display solutions. “By bringing our vast in-store experience to implementing the display solutions in the client environment, we keep the resource consumption and cost in check while optimizing the entire marketing process,” says Kristine.
Leveraging their in-store expertise, industry research, and relationship with IRI® Insignia is bringing the core of what they do in-store into digital, in a way that no other media company can. Through their association with IRI, Insignia has created a proprietary, data-informed attribute targeting methodology, which leverages information about specific product and store attributes to analyse why shoppers convert at shelf. This enables Insignia to identify shoppers with the highest propensity to purchase and is designed to help brands cultivate a unique target audience to deliver highly relevant mobile messaging and, ultimately, to increase sales and drive foot traffic.
An accomplished executive with over 20 years of experience in the retail and CPG industry, Kristine plans to take the value proposition of Insignia to the next level through consistent innovation.
